Trading wifi for wonder
What happens when you step off the grid and into 54 miles of pure wilderness?
No cell service, no distractions—just rainforests, mountains, and a week to capture the spirit of summer. Two weeks after joining Fjällräven, I kicked off and led the Spring/Summer campaign—guiding concept and execution from start to finish, and delivering versatile assets across broadcast, digital, and retail. We camped outside, hauled gear through rainforests and up mountains, and chased the light to bring one message to life: Make Summer Count.
three stories. one anthem.
This campaign brought Fjällräven’s pillars—sustainability, outdoor adventure, and timeless quality—to life through three distinct narratives: a hiking journey led by three women, a family camping trip, and a backpacking adventure. The family story marked a first for Fjällräven in North America, offering a fresh lens on what adventure can look like while staying grounded in the brand’s roots. Each narrative stood alone, but together they built into a cohesive brand anthem rooted in real, lived experiences.
on the trail
at the beach
into the wild
Shot entirely in Olympic National Park, the campaign used its diverse terrain to create visual and emotional depth. From the rugged coastline of Rialto Beach to alpine views at Hurricane Ridge, and a golden-hour summit on Mount Storm King, we captured moments that celebrated the wild—and the gear built to thrive in it.
Where Story Meets Storefront
The campaign came to life through dimensional window displays that brought the spirit of the Pacific Northwest to storefronts across North America. Designed to reflect the campaign’s rugged visuals and natural textures, they brought the outdoors inside—turning timeless design into a tactile retail experience. The visuals extended throughout the store and beyond, from large-scale lightboxes and tabletop signage to wholesale touchpoints for sales partners.
adventure in print
The campaign extended into print with a series of premium magazine ads that highlighted Fjällräven’s commitment to quality, adventure, and versatility—bridging rugged outdoor imagery with clean, purpose-driven design. Shown in publications like The Explorers Journal and Adventure Journal, these ads brought the story to life for readers who live for the outdoors.
Across social and e-commerce, the campaign extended its reach with bold visuals, product-driven storytelling, and a unified brand voice. Custom content showcased gear in action, reinforced Fjällräven’s pillars of sustainability and durability, and sparked engagement across platforms—meeting the audience wherever they explore and inspiring them to make summer count.